Brighton SEO on tour - Link building within difficult or boring industries
How to create content campaigns
that top-tier journalists LOVE for a
brand that NO-ONE’s heard of or
Building links for any brand is not easy. But one thing
is clear, we need to start thinking a little more
In the past 5 years, I’ve built
THOUSANDS of links
And I haven’t paid for a single one of
“Cleaning of the London Underground will be
stepped up each night over the summer period
across 50 stations and five tunnels.”
SADIQ KHAN, MAYOR OF LONDON
I’ve created content
that caught the
attention of people like
CAMPAIGN GO LIVE DATE
And helped produced graphs that go like this...
Stories that help them keep readers on site
Every article needs video – whether that’s their own or yours
Every article needs imagery – whether that’s their own or yours
But you’re much more likely to land a placement if you can provide all
of that at once
Tip: Journalists use videos to not only keep users on page for longer
but monetise – make money for ads placed on video content.
Meaning they’re more likely to cover video content for this reason.
Here’s an example of where stock video footage and a blog post got
169 links from nearly every national publication
So we did some research and found that choking deaths were on the
As my client is an expert in health and safety, this was something my
client could help raise awareness of and provide content to educate
parents and act as a resource for journalists.
So what made this campaign a success?
• Timely – choking stories dominated press and we reacted
• Positioned my client as an expert
• Targeted a highly engaged and sharing community – parents
• We created graphics/imagery and shared video
• We created a resource on site “Choking report 2019” for journalists to
link to and use for future stories
• We targeted journalists who were already talking about this topic
We should think about link building as a two-step
1. What can we do to earn coverage?
2. What can we do to turn that coverage into links?
What is Digital PR and content marketing?
It’s creating stories or content that journalists and users naturally want to talk
about and link to, because it’s that awesome, resourceful, useful or different.
However, you should ALWAYS start with the story and not the
Remember you have experts – whether its in UPVC windows, chainsaws
and hammers, or courier insurance
Find data related to the interests of your audience
Finding your AUDIENCE
Lets talk about relevancy…
0 101 2 3 4 5 6 7 8 9
Safe, on brand, easy to get sign off Viral/sharea
May be good on-site but not for off-site
Try not to go below an 8
Relevancy in content
According to Search Engine Journal you should …
“only approach websites that are relevant to your target readers”.
This doesn’t mean if you are a gambling client you need to just target
gambling sites/blogs like Gambling times. Your audience aren’t there!
This is where most link builders are going wrong!
They’re more likely to be on Sport Bible or reading The Sun online.
Once you have your story, test out your headline